Online Marketing Using Adwords and Google Analytics social media forum 2010

Brand
2

Marketer
You
4

“Brand is purely and simply the sum-total of all customer experiences
served-up by the organization.
The brand is the experience.”
5

Who you want to be
Vs.
What people conceive you to be
6

“Discover” Your Brand
7

Main Online Measures / Metrics
Page Views
Ad Impressions
Visits
Click-Through Ratio (CTR)
CPA
Bounce Rate
Unique Visitors
CPC
Conversions
CPM
8

Page Views
heat map, showing the eye fixations on the page
Number of times a page was served / “viewed”
9

Ad Impressions
Number of times an ad was served “viewed”
Same as page views, usually used for ads (usually >1 impression per page)
10

Visits & Unique Visitors
Visits:
Unique Visitors:
Number of times a “session” is started at a site
Number of people (computers) that visited your site
Example:
I might visit you 3 times this week, but I’m 1 unique visitor
11

Pages / Visit
Average page views per visit
Total page views ÷ total visits
12

Bounce Rate
Number of single-page visits (visits with 1 page view)
1-page visits ÷ Total visits = Bounce Rate
13

Number of clicks on a banner / text ad / link etc. compared to total views (impressions)
Clicks ÷ Impressions = CTR
14

Visits per Visitor
Average times a visitor comes to the site within a certain period of time
Total visits ÷ Unique Visitors = Visits per Visitor
Important measure of loyalty
15

Conversions
Conversions
Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc
Conversions ÷ Visits (or UVs) = Conversion Rate
16

Page Views
Ad Impressions
Visits
CPA
Bounce Rate
Unique Visitors
CPC
Conversions
CPM
17

XYZCoolTrips.com
xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
18

Content
Traffic
19

xyzcooltrips.com/france: 90,000 pageviews
xyzcooltrips.com/spain: 10,000 pageviews
xyzcooltrips.com/madrid: 1,000 pageviews
xyzcooltrips.com/seville: 1,000 pageviews
xyzcooltrips.com/cordoba:1,000 pageviews
20

Content
Traffic
21

370M pages of content
1 page of search
Google is still a search brand/site
22

Top content: most visited pages by URL
Content by title: most visited pages by page title
Content drilldown: most visited sections (folders)
23

Keywords
Keywords people used to find your site give an insight on how the site is being perceived by users and search engines
24

Handling Large Amounts of Keywords
Advanced keyword research
Google Webmaster Tools
Word clouds (Wordle.net)
25

“Demographics are Dead”
Wunderman Report – “How to Think Digital”
26

Your Market is…
“Any group of people who are actively researching a product you offer”
Wunderman Report – “How to Think Digital”
27

Why Keywords?
People search alone usually
Users are not forced to search
Search is not a selection between alternatives it’s an expression of desire
28

User Intent
Consider the following keywords:
Camera
Digital camera
Digital camera models
Digital camera price comparison
Canon powershot sx20 best deals
29

Another Example
GPS
GPS navigation
Garmin GPS navigation
Garmin car GPS navigation
Garmin nuvi 660
Buy Garmin nuvi 660
30

Deep Diving Into Each Keyword: example (games)
31

Export the Data
32

The Art: Spotting Trends / Segments
33

Segments of ‘Games’
34

Google Webmaster Tools Keyword Analysis
35

Dubai keywords by wordle.net
36

Google News
38

The Market vs. Your Website
The Market
My Website’s Content
39

Awareness
40

Some Awareness Measures
Percentage of features used
Number of keywords used to find your brand
Type of keywords used to find your brand
42

Traffic
43

Key Performance IndicatorsKPI
44

AveragesSegmentation is Everything
46

Google Analytics Advanced Segments
47

Brand Traffic
People who know your brand
One of the most loyal segments
Difficult to influence by others (sites, search engines)
Measure trend in absolute number of visits
Analyze this segment’s behavior over time
49

Eurosport Arabia Brand Segment
50

The Power of Content
52

What are the ways in which a person can go to a page?
53

Directly typing in the URL
Through a relevant search result
Clicking on a link on another site or email
Advertisement (text, banner, video, etc…)
54

AdWords Remarketing
Identifies people’s interest based on the page they visit
Retargets these people when they go to other sites
Music banner
55

Writing Effective Ads
Ads relevant to
specific keywords
Features
Benefits
Calls to action
Using keywords in ads
Test different landing pages
56

Benefits
Main point of interest
They are what your product achieves for the user
They are what users care about
Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…
57

Features
How your product helps me achieve the benefits
Specific evidence about your product
Points of differentiation
Examples: 50” screen, 8MP camera, ABS breaks, real leather shoes, etc…
58

Calls to Action
Leads user to a specific thing to do
Generates enthusiasm in the moment
Filters users
Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…
59

Using Keywords in Ads
Keywords are highlighted on results pages
Boosts relevancy of ads
60

Thank you
Elias Dabbas
elias@media-supermarket.com
eliasdabbas@gmail.com
+971 55 953 18 26
61

Online Marketing Using Adwords and Google Analytics social media forum 2010

by Elias Dabbas on Nov 29, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 35

Statistics

Online Marketing Using Adwords and Google Analytics social media forum 2010 — Presentation Transcript

http://www.media-supermarket.com	23
http://media-supermarket.com	12